閲覧行動タイプに基づいたウェブ広告配信シミュレーションモデル

カテゴリ: 論文誌(論文単位)

グループ名: 【C】電子・情報・システム部門

発行日: 2013/09/01

タイトル(英語): A Simulation Model of Display Advertising on the Web Based on site Browsing Behavior Type

著者名: 柴田　一樹（東京大学大学院工学系研究科），和泉　潔（東京大学大学院工学系研究科），磯崎　直樹（ソネット・メディア・ネットワークス(株)），吉村　忍（東京大学大学院工学系研究科）

著者名(英語): Kazuki Shibata (School of Engineering, the University of Tokyo), Kiyoshi Izumi (School of Engineering, the University of Tokyo), Naoki Isozaki (So-net Media Networks Corporation), Shinobu Yoshimura (School of Engineering, the University of Tokyo)

キーワード: web広告，行動データ，web閲覧モデル，マーケティング分析，顧客ターゲティング　　web advertisement，behavioral data，web browsing model，marketing analysis，customer targeting

要約(英語): These days the deveopment of information technology has enabled us more easily to get information on user behaviors on the Internet such as web browsing history and products purchase on the E-commerce sites. E-commerce and Web advertising companies try to make effective use of those data to their businesses by segmenting or modeling their customers. In particular, Web advertising companies analyze browsing histories and interesting advertisements of their customers and intend to display ads which their customers likely to have interests in. These changes have influence on marketers, who make decision about ads delivery. They are required to image and decide their targets, or try some delivery and find them. This study introduces the concept of site browsing behavior type and models customer behaviors on browsing and clicking ads on the Internet based on actual customer browsing history data. This study also assumes that this model should be helpful to the marketers, constructs and runs agent simulations with modelized users to validate the user model, and finally analyzes some particular examples and shows the model is useful for customer targeting.

本誌: 電気学会論文誌C（電子・情報・システム部門誌） Vol.133 No.9 （2013） 特集：エージェントシミュレーションの最新動向

本誌掲載ページ: 1762-1769 p

原稿種別: 論文／日本語

電子版へのリンク: https://www.jstage.jst.go.jp/article/ieejeiss/133/9/133_1762/_article/-char/ja/